Top consumer loyalty drives worldwide 2023

In 2023, a global survey revealed that top drivers of customer loyalty included offers of good products/services, good customer service support, and low prices. Around six in 10 consumers expressed a preference for companies offering high-quality products or services. This indicates that businesses need to prioritize the quality of their offerings to retain and attract customers.

Customer loyalty no longer a matter of incentives

A 2023 survey revealed that 31 percent of consumers in Australia, Germany, the United Kingdom, and the United States demonstrated true loyalty to a specific retailer, brand, or store. This kind of loyalty was based on genuine brand adherence and it has increased since 2022. Similarly, the so-called silent loyalty, not instigated by any type of advocacy but developed organically, also increased in the course of a year. The only type of loyalty that significantly declined was the incentivized one, driven by discounts and rewards from brands. The data suggests that brand loyalty is becoming less about the perks the company offers and more about its trustworthiness.

Brand loyalty at first sight 

During a May 2023 survey, 78 percent of respondents across various countries agreed that consumers can discover aspects that foster brand loyalty after their initial purchase. This insight emphasizes the importance of companies effectively showcasing their loyalty drivers from the first interaction with a consumer, as it can impact long-term brand loyalty. The data also underscores the need for businesses to focus on delivering positive initial experiences to capture consumer loyalty.